碩士 / 國立高雄大學 / 高階經營管理碩士在職專班(EMBA) / 104 / The popularity of the Internet has broken down geographical barriers and caused a boom in online shopping while indirectly spurring a new business model of Internet services—the Online Oversea Surrogate Shopping. Interest in unique merchandise and international boutique brands as well as individualized demand has whetted the shopping appetite of consumers. However, limitations such as geographical locations, language, product logistics, and cash flow make purchasing such products an inconvenience for consumers. This in turn spurs the emergence of the overseas surrogate shopping Yet, the overseas surrogate shopping industry is still young, and research on this topic is limited, particularly on consumer motives for engaging in an overseas surrogate shopping. Therefore, this study explores consumers’ motivation factors in engaging in an overseas surrogate shopping by employing the critical incident technique.
An online questionnaire survey was conducted, and after excluding invalid samples, 348 valid questionnaires were returned. Based on the classification of motives and the critical incident technique (the validity was also tested), we found that the primary motive driving consumers to engage in an overseas surrogate shopping was the economic factor (56%), individual factor (24%), followed by the social factor (18%) , and platform factor (1%). Lastly, based on these four impact factors, this study presents a discussion followed by practical recommendations.
We hope that the findings of this study can provide references, based on actual practices in the industry, to current overseas surrogate shoppers and to those entering the field to effectively boost consumers' consumption desire, improve consumers' attitude, or accordingly make strategic adjustments to their operational direction.
| Identifer | oai:union.ndltd.org:TW/104NUK05457004 |
| Date | January 2016 |
| Creators | Pei-chen Chen, 陳佩甄 |
| Contributors | Shu-chen Yang, 楊書成 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 62 |
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